Altice announced on Tuesday, 23 May 2017 that Tricom and Orange would be rebranded to be known under the Altice brand of the parent company. Tricom and Orange together have more than 4.8 million customers in the country, who subscribe to cable TV, fixed line, mobile and internet services.
The name change would be completed before the end of the first half of 2018. Altice has announced this is part of a worldwide strategy for the brand. The rebranding comes as Altice USA prepares to go public, with its stock to be traded on the New York Stock Exchange.
Altice, based in Luxembourg, acquired 100% of the French company Orange Dominicana in November 2013. In the previous month it had bought the Dominican telecom firm Tricom.
Michael Combes, executive director of Altice, said in addition to a new logo, the rebranding includes a new musical theme and slogan – "Together has no limits.”
In making the announcement in the United States, Patrick Drahi, founder and controlling shareholder of Altice NV, stated that the rebranding will help the company better compete against Internet giants Facebook, Google and Spectrum and other cable television providers.
The company is now waiting for the approval for the change from the Dominican Telecoms Institute (Indotel).